3 Introduction Our design DNA In 1979, when a small group of daring design spirits in Stockholm, Sweden, designed the Absolut bottle they were inspired by an apothecary bottle from the 18th century, a classic Swedish functional design, combined with influences from American car design and pop art that was on the edge of contemporary culture at that time. Absolut is Swedish vodka, onödigt bra in product and design, and the brand idea is transformation. So, fundamentally, our design is Swedish, and onödigt bra. Our look is artistic, bold and stylish and transformative. For urban creative millennials this is highly relevant even today, as they demand authenticity and transparency, and as creatives expect a high level of design creativity from their brands. Art is at the heart of our visual DNA. From Andy Warhol and up until today, our commitment to the arts and artists, and the creative energy of putting art in the party, is visible in our designs. Swedish clear glass, to showcase the clarity and quality of our vodka. The iconic bottle shape. Pure and geometric, the proportion between neck and shoulders is what makes the bottle unique. This is such an innovative shape, yet simple and universal, that it is timeless. Even though at the time of its launch, it was considered too different and strange as is everything truly new. This is the disruptive gene in our design DNA, one we honor primarily with our innovation designs. The pursuit of perfection, which as visual DNA is the circle form, the round dot that represents the meaning of the word Absolut. This means the perfect and complete yet also the infinite and always striving towards perfection. 3

5 Executive summary Design elements usage rules Consistent and correct use of the Absolut Masterbrand Identity in all its design elements is crucial when building a strong global brand that is legally protectable. Using the design elements incorrectly, distorting them or creating new ones severely damages the legal protection of the Absolut brand. On this page are the key rules that must be followed. 1. Logo Always size and place the logo correctly, for consistency. Never alter the logo, or relationship within it s parts. Use the white logo on full-bleed images and colored backgrounds. Use the blue logo on white backgrounds only. Only use the black logo for product extensions, or if needed to make the logo stand out from significant blue décor or graphics. 4. Backdrop image range Always use the provided backdrop images as backdrop to the white logo. Use the images with full bleed, and in line with cropping guidelines. For legal reasons never use backdrop images in bought media, and never modify or alter the images. See stated dates in guidelines for legal rights of usage and always remain within these. 7. Bottle outline Always use the iconic bottle outline as a three-dimensional form and only in the versions provided, to ensure it is always consistent and recognizable. It is always the shape of the 750 ml bottle, standing up, and without elements placed over it. The bottle is a secondary branding element and can not replace the logo. 2. Brand colors Always use the right color codes and ensure your endresult has the right hue. The proportions between our brand accent color, Absolut Blue, and white, black and greys is approximately % Absolut Blue out of the total. 5. Secondary color palette Always use the right color codes for our secondary colors and ensure your end-result has the right hue. Never use secondary colors instead of brand colors, but as a complement. 8. Branded pattern Always use the branded pattern with full bleed, in the right scale in relation to the surface, and in the right color. Never alter the relationship between elements in the pattern or distort them in any way. 3. Brand fonts Always use the right font for the right purpose and type of communication. Never use fonts other than the Absolut fonts. 6. Brand materials Always use the materials in our range, in their natural color or in colors that follow guidelines for long life items, in the brand colors, and for short life items, in the brand or secondary colors. 5

6 Executive summary Writing rules 1. Always write Absolut with capital A and lower case bsolut. Do Absolut Vodka Absolut Citron Absolut Elyx Don t ABSOLUT VODKA absolut vodka Exception: Subcopy for ATL/BTL Absolut can be written in all caps if the whole sentence is in all caps. 2. Always name initiatives with Absolut as the branding /sender. Never include the word Absolut in the name. Do SUMMIT + Logo as sign-off Don t ABSOLUT SUMMIT Exceptions: Drink /cocktail names ABSOLUT COSMOPOLITAN Subcopy for ATL / BTL ABSOLUT can be written in all caps if the whole sentence is in all caps. 3. Never end a sentence written in the font Absolut Headline with Absolut or a product name such as (Absolut Elyx). Never put a full stop in a sentence written in the font Absolut Headline. Do ABSOLUT LOVES ART ONE SOURCE ÅHUS Don t WITH LOVE FROM ABSOLUT. ONE SOURCE ÅHUS. 6

7 Executive summary Writing rules 4. Never put Absolut in headline with a full stop/dot, instead of using the logo. Do (use logo file). Don t ABSOLUT. 5. Always write text /copy in white, black or grey. Never any other colors not even blue. Do One source åhus One source åhus One source åhus 6. Always write text with American English, not British English. Do Flavor Don t Flavour Don t One source åhus One source åhus 7

9 PRIMARY ASSETS Logo / Primary colors / Brand fonts These are the three primary assets in the Master Brand Identity, the following pages explain how to use them. 9

10 LOGO Our logo is a carefully crafted wordmark, with the additional element of a dot. The dot comes from the core design DNA of Absolut, and adds integrity that elevates the wordmark into a unique logo. Our logo is the global, primary branding device for the Absolut brand, the anchor for the rest of the brand identity and for our engaging brand communication. Our logo is not the existing Absolut one-line wordmark in our headline font with a full stop, but a unique and new logo with a bespoke dot. For legal protection reasons, it should never be altered. 10

14 Primary assets /Logo Logo versions, minimum size and clear space Two versions The logo exists in two sizes optimized artworks, the small only for use in executions smaller than the minimum size allowed for the regular size logo. Minimum size The minimum size is measured by the height of the wordmark, Absolut. The letter A in Absolut is to be used as point of reference for all measurements of minimum logo size. Clear space Always keep the clear space free from disturbing elements. The letter A in Absolut is used for the Regular logo and the diameter of the dot is used for the Small logo as clear space. Regular Regular /For sizes 6 mm in height and up Regular /Clear space A Small Small /For sizes 2.5 mm* to 6 mm in height Small /Clear space. (the dot in the wordmark) 2.5 mm *For all reproductions of the Small logo, always contact the supplier to ensure that the logo is visible depending on technique. 6.0 mm 14

15 Primary assets /Logo Logo size and placement Logo size portrait format 1 /4 width of the format For portrait formats, scale the logo to 1 /4 the width of the format. For unusually large or small formats, see next page. Logo size landscape format 1 /5 width of the format For landscape formats, scale the logo to 1 /5 the width of the format. For unusually large or small formats, see next page. Placement Always centered, at a set heigt from the bottom For portrait formats, 1.5 times the height of the A from the bottom. For landscape formats, minimum 1 times the height of the A from the bottom. For exceptionally large or small formats, see next page. Portrait Format 1 A 1.5 A Landscape format 1 A 1 A 15

16 Primary assets /Logo Logo size and placement unusual formats Centered logo Center the logo on the O in Absolut Logo size unusually large formats Minimum 1 A width /height For applications where the logo is the main/only message on unusually large formats, it should be centered horizontally and vertically with a minimum of 1 A clear space from the top, bottom and sides. Logo size exceptionally small formats Minimum 1 X width /height For unusually small formats the logo should be centered horizontally and vertically with a minimum of 1 X ( X = the dot ) clear space from the top, bottom and sides. 1 A 1 X 1 X The dot = X 1 A 1 A 1 X 1 X 1 A 1 A 16

18 Primary assets /Logo Master brand grid Master brand grid portrait format Absolut Headline vs. logo and sub-headlines Master brand grid landscape format Absolut Headline vs. logo and sub-headlines Headline Headline Absolut Headline should Absolut Headline should never be smaller than 1.25 never be smaller than 1.25 times the logo. For a shorter times the logo. For a shorter headline, the differences headline, the differences Regular HeADLINE HEADLINE Regular/Medium Regular can be larger. The logo and headline should never be the same size. Sub-headline The primary sub-headline, centered above or below Regular HEADLINE Regular can be larger. The logo and headline should never be the same size. Sub-headline The primary sub-headline, centered above or below Absolut Headline is Absolut Absolut Headline is Absolut Regular. If needed, for better Regular. If needed, for better visibility, the Absolut Medium visibility, the Absolut Medium can also be used. The also can be used. The sub-headline should never sub-headline should never exceed 1 /3 of the Absolut exceed 1 /3 of the Absolut Headline height. Headline height. Logo for portrait Logo for landscape 1 /4 of the width of the 1 /5 of the width of the format, applied 1.5 A from format, applied minimum bottom. 1 A from bottom. For ATL grids see Transform today campaign guidelines. 18

21 Primary assets /Logo Lock-up logo Minimum size /Lock-up logo Height of the logo The minimum size is measured by the height of the wordmark, Absolut. The letter A in Absolut is to be used as point of reference for all measurements of minimum logo size. Clear space For added visibility Always keep the clear space free from disturbing elements. The letter A in Absolut is used. 21

24 Primary assets /Logo Don ts No blue logo on full bleed images No black logo on white backgrounds Never use a black logo on images or against a colored background. No effects on logo 24

25 BRAND COLORS We drive recognition through brand colors that are premium, bold and classically Swedish. We use Absolut blue as the brand accent color together with white, black and greys to create the core of the distinct Absolut color world. 25

30 brand fonts Our custom-made family of brand fonts are ownable and unique. These fonts ensure clarity, readability and stand-out. Used correctly, we get our messages across in an impactful and premium way. Big, bold and clear. 30

37 SECONDARY ASSETS Backdrop images / Branded pattern / Secondary color palette / Bottle outline / Materials These amplify the primary design elements and create a complete brand look. They are the crucial complementary elements that make the brand come to life in a vibrant and engaging way. 37

38 BACKDROP IMAGES We use a selection of images as backdrop images to our logo (and copy) in executions outside of brand campaigns. These add dynamism and artistry and link the brand to art, vodka clarity, the color blue and high-energy occasions with millennials. 38

42 Secondary assets /Backdrop images Legal guideline for backdrop images Use these backdrop images in BTL or for internal purposes only. The backdrop images provided by TAC are only to be used in BTL or for internal purposes, between the 1st of September 2013 and the 1st of September Never use these backdrop images in any bought media. Never alter, modify or distort the backdrop images. Never use just a part of the backdrop images, crop according to guidelines on page

43 Secondary assets /Backdrop images Usage of backdrop images Usage All backdrop images should always be full bleed. They can be used both for landscape and portrait formats. The backdrop images can not in any way be distorted or changed in color, but must be used as provided in Toolbox. Scaling and cropping The backdrop images are scalable, adjust to the width or height of the format, centered and then cropped. Branding and copy Always use white branding and copy on backdrop images. 43

44 Secondary assets /Backdrop images Don ts No backdrop images on 3D units Never use backdrop images on three dimensional objects. No frames Always use backdrop images as full bleed. No images on backdrop images Do not place images on backdrop images. 44

45 SECONDARY COLOR PALETTE For an artistic, urban and contemporary look, we always add colors from our secondary color palette. The total brand colors make the brand stand out and be recognized, as well as emotionally express the brand artistic, bold, stylish, and relevant to our target audience. The secondary colors add emotional warmth and a celebratory air. 45

49 Secondary assets /Secondary color palette Examples of how to select and combine colors Brand colors + Secondary color palette Pop art colors Swedish heritage colors Minimum number of secondary colors Use a minimum of one Swedish heritage color and one Pop art color together with the brand colors. Maximum number of secondary colors Use a maximum of three Swedish heritage colors and three Pop art colors together with the brand colors. 49

50 Secondary assets /Secondary color palette Don ts No secondary colors replacing the brand colors The brand colors must always be present. No other colors than colors from the secondary color palette Never use colors that are not listed in brand colors or secondary color palette. No secondary colors on longlife items 50

51 MATERIALS We use a small range of authentic, artistic and contemporary materials, to deliver a Swedish /Cosmopolitan look and a feel of creative tension that is emotionally engaging. Our materials are a combination of our Swedish design heritage with a contemporary twist of raw, pale woods, concrete and natural leather and international modernism with steel, glass and marble. Our edgy, contemporary materials set us apart from other spirits brands. 51

54 Secondary assets /Materials Pale woods Concrete Glass Light-colored raw finish woods such as birch, Concrete is an urban and creative material. Glass represents and shows vodka clarity. maple and plywood are closely associated Solid yet malleable, matte or polished, it Sweden has a long glassmaking crafts with Swedish design. Although they vary in provides unlimited possibilities in terms of tradition. A fundamental element of modernist price, these different wood types capture a texture and finish. design and architecture, its fragility provides crafted, natural feeling. creative tension to durable materials such as Textiles Textiles provide tactile qualities that perfectly Silver Exclusive, pure and shiny by nature, silver Mirror and reflective steel, marble and concrete. complement the harder, more uniform surfaces provides an eye-catching dynamism to the Like silver and glass, mirrors and other of other materials. Textiles from raw canvas to more muted natural tones of wood, leather reflective surfaces add premium and clear fine linen can be used, as long as they appear and concrete. touch that is timelessly stylish. Unlike other natural and of good quality. materials, they provide an added dimensional Leather Marble depth that reaches beyond their polished surface, adding creative energy to a space. Natural leather links back to our Swedish roots and feels contemporary. Marble is a classic, yet modern material that clearly reflects the premium nature of Absolut. Steel Strong, resistant and raw, steel is a material that can be used to create tactile sensations. Acrylic It can be colored in our brand colors, and its texture can be either raw and rugged, or soft Modern and lightweight, acrylic is a highly and smooth. versatile material. It is available in different colors and thicknesses and can be opaque or transparent. 54

55 Secondary assets /Materials Alternative logo treatments For very exclusive applications when stand out of logo is not important the following branding techniques can be used. Debossing Embossing Etching Debossing is an effect that is generally achieved by applying pressure to so-called male and female dies made of copper or brass. The result is a beautiful tactile surface. Another effective technique is blind embossing without ink. Embossing is a technique used to create raised surfaces in paper and other materials. Etching is a technique for creating art on the surface of glass, steel and other hard materials. 55

56 Secondary assets /Materials Don ts Not all artificial, synthetic materials No overuse of blue No dark wood Never use dark wood, always use light-colored woods such as birch, maple or plywood. The same goes for leather, ours is nude, never dark. No overuse of blue materials Use Absolut Blue as an accent color, never fill more than % of a material, surface or environment with Absolut Blue. 56

57 BOTTLE OUTLINE Our iconic bottle outline is consistent, recognizable and treated as an icon. We only use the bottle outline three-dimensionally in on- and off-trade environments. It always has a second layer of meaning or content, is shown standing up and is based on the 750 ml shape. 57

60 Secondary assets /Bottle outline Bottle outline Our most recognized and loved visual asset. In order for our bottle outline to remain iconic and thereby retain its value, we use it only three-dimensionally in environments. The bottle should be seen to be filled with color, light or an attractive view through it. We use one bottle outline at a time, not as a repeating pattern, as it then loses recognition and icon status. We think about our iconic bottle outline as something we pay homage to. We play creatively within it, e.g. the bottle outline is fixed and constant, but the consumer experience of walking or seeing through it should be unexpected and carry creative meaning. Then the bottle outline can become the entry-point to a transformative experience. 60

61 Secondary assets /Bottle outline Don ts No bottle outline in print, or part of a bottle outline No tilted or repeated bottle outlines Always use bottle outline as a three dimensional installation. 61

62 BRANDED PATTERN We own surfaces and stand out in cluttered environments with our celebrity wall branded pattern. 62

65 Secondary assets /Branded pattern Branded pattern Usage Use the branded pattern as a celebrity wall background, for photo opportunities or where suitable as external branding of a temporary brand environment. Use the white pattern on black or blue. Size and placement Always use the pattern in 100 % size, never scale it. Center the pattern horisontally and vertically to the surface on which it is placed, center it to the O in the logo in the middle of the pattern. Cropping The pattern is available in 100-percent size, measuring 3100 x 3100 mm. When the pattern is centered, it can be cropped for the current, smaller format. Always start from center and make sure the cropping is proportional on the left and right sides. Remember not to crop the pattern too tightly: It should always be visually recognizable as a pattern. Centered cropping and minimum size 1550 x 2000 mm as shown in illustration below. White CMYK 0/0/0/0 RGB 255 / 255 /

66 Secondary assets /Branded pattern Repeated branded pattern How to repeat the branded pattern If needed, the pattern can be repeated, proportionally on all sides. Horizontally The top and bottom of the logos and the dots should be aligned both horizontally and vertically. See illustrations below and to the right. Vertically 66

67 Secondary assets /Branded pattern Don ts No pattern at an angle and /or with different colored logos No usage of pattern as decorative element or creative content No frame Always use the pattern full bleed. 67

70 Product design guidelines /Absolut Vodka Executions Off-trade These executions show how to brand a number of key units below the line in off-trade. The Absolut Vodka product three line logo is used only to brand the bottle, the shipper case and gift packs. The Absolut logo is used to brand everything else, on this page; secondary floor display, pallet wrap and shelf strips.the case card is branded with the lock-up logo, in line with guidelines for Transform Today. Secondary floor display/case Pallet wrap/shipper case Shelf strip Gift pack card 70

72 Product design guidelines /Absolut Vodka Executions ATL These executions show how to brand above the line communication for Absolut Vodka. The lock-up logo with the Transform Today line is used to brand all Transform Today communication, except when Transform Today is used as a headline. 72

73 Product design guidelines /Absolut Vodka Writing rules illustrated on an event invitation Product name Write the product name in Absolut Regular or Medium with a capital A in Absolut and a capital V in Vodka. See writing rules on page 6. Name of event The name of the event is the key message and is set in Absolut Headline. See writing rules on page 6. Branding of envelope Brand the envelope with the logo. Ensure that there is sufficient clear space around the logo as per instructions on page 14. Optimize the placement of the logo for the specific format of the envelope. Details Write the details of the event in Absolut Regular or if needed for sufficient legibility, in Absolut Medium. Branding of invitation Use the white logo on full bleed images. Follow instructions on size and placement on page 15. Link: Always use original art-work from the toolbox and make sure you have the correct version and format. 73

75 Product design guidelines /Absolut Vodka Don ts No branding with product logo. No branding with one line product logos. Also no usage of a cocktail name as a branding device. No Absolut logo to brand gift packs. absolut vodka 75

78 Product design guidelines / Flavors Executions Off-trade These executions show how to brand a number of key units below the line in off-trade. The Absolut Apeach product three line logo is used only to brand the product, the shipper case and gift packs. The Absolut logo is used to brand everything else, on this page, secondary floor display and shelf strips. The case card is branded with the lock-up logo, in line with guidelines for flavor key visuals. See Absolut_BTL_TOOLKIT_FLAVORS.pdf for further guidelines. Secondary floor display/case card Pallet wrap/shipper case Shelf strip Neck hanger Gift pack 78

80 Product design guidelines / Flavors Executions BTL These executions show how to brand below the line communication for Flavors. The lock-up logo with the Transform Today line is used to brand all flavor key visuals. 80

81 Product design guidelines / Flavors Writing rules illustrated on an event invitation Absolut Apeach invites you to celebrate the spring. spring drinks Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin elementum tellus enim ut condimentum vitae. Product name Write the product name in Absolut Regular or Medium with a capital A in Absolut and a capital A in Apeach. See writing rules on page 6. Name of event The name of the event is the key message and is set in Absolut Headline. See writing rules on page 6. Details Write the details of the event in Absolut Regular or if needed for sufficient legibility, in Absolut Medium. Branding of invitation Use the white logo on full bleed images. Follow instructions on size and placement on page 15. Branding of envelope Brand the envelope with the logo. Ensure that there is sufficient clear space around the logo as per instructions on page 14. Optimize the placement of the logo for the specific format of the envelope. 81

84 Product design guidelines / Flavors Don ts No branding with product logo. No branding with one line product logos. Also no usage of a cocktail name as a branding device. No branding of gift packs with logo, use the three line product logo to brand gift packs. Never use decor from bottle outside of the bottle. absolut APEACH 84

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